Harvard Design School Graphic Standards Guide

Harvard Design School
Graphic Standards Manual
February 2002
This manual of graphic standards for
Harvard Design School attempts to
create consistency in the application
of the new visual identity programme.
It includes guidelines for the use of
the logo, wordmark, typography and
color, and should be applied to all the
visual communications produced for
the school. This manual does not
attempt to provide a set of rules for
every conceivable application, instead
it sets out detailed specifications for
all the existing applications and it
outlines guides which can be applied
to any new applications.
Graphic Standards Manual
Wordmark
This is the Harvard Design School wordmark.
It is an EPS file (custom weight, altered letter-
forms etc). NEVER typeset this, except in the
flow of body copy – ALWAYS use the EPS. See
notes on color on page 6.
1 Graphic Standards Manual
Logo
This is the Harvard Design School logo.
It is also an EPS file. See notes on color
on page 6.
2 Graphic Standards Manual
Examples of logo and
wordmark style
The logo and the wordmark can be used as
separate elements, as shown here. The busi-
ness card layout has the wordmark on one side,
while the logo appears on the other.
3 Graphic Standards Manual
Harvard University
Graduate School of Design
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Russell Sanna PhD
Associate Dean
for Administration and
External Relations
Examples of logo and
wordmark style, cont’d.
As illustrated on the previous page, the logo
and the wordmark can be used as separate
elements. This A6 envelope layout, shows the
reverse layout to the business card, where the
logo is vertically centered on the address line
on the back flap, and the wordmark is posi-
tioned on the front.
See all-in-one version on page 5 for times when
you have to send out a fixed logo and will have
no control over how it will be used.
4 Graphic Standards Manual
Harvard University Graduate School of Design  Quincy Street, Cambridge,  
All-in-one logo
configuration
This is the logo and wordmark together, in an
“all-in-one” configuration. This is to be used
if the “logo” needs to be supplied for a use
outside the control of Harvard Design School.
Materials produced by the school use the more
sophisticated relationship of the logo and word-
mark described on pages 3 and 4.
5 Graphic Standards Manual
Color Notes
This is the color family:
Wordmark Red:
Pantone Warm Red U
Logo + Text Gray:
Pantone 7533 U
Business Card Grays:
Pantone Black 6 U
Pantone Warm Gray 11
Pantone Cool Gray 7
How to use colors:
on white background: wordmark in PMS Warm
Red U, logo and other text in PMS 7533 U
on colored or black background: wordmark, logo
and text should generally knock out to white or
surprint in black if the background is very light.
On a dark background only, the wordmark and
logo can also print red, or a combination of
white and red.
6 Graphic Standards Manual
Harvard University
Graduate School of Design
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Russell Sanna PhD
Associate Dean
for Administration and
External Relations
Letterhead Style:
A-Level Generic
wordmark: PMS Warm Red U
this is an eps - it is NEVER typeset.
logo: PMS 7533 U
this is an eps
address block: PMS 7533 U
Typefaces: Main address is Fournier MT plain,
9.5 point on 12 point leading.
“MA” and zip are Fournier Expert MT, 9.5 point
on 12 point leading.
Richard T. Forman,
Professor of Advanced
Environmental Studies
in the field of
Landscape Ecology
[email protected]
Department of Urban
Planning and Design
tel 617 495 4564
fax 617 495 8916
Harvard University
Graduate School of Design
George Gund Hall
 Quincy Street
Cambridge,  
www.gsd.harvard.edu
7 Graphic Standards Manual
Letterhead Style:
B-Level Departments
wordmark: PMS Warm Red U
this is an eps - it is NEVER typeset.
logo: PMS 7533 U
this is an eps
Department of Architecture
tel 617 495 2591
fax 617 495 8916
Harvard University
Graduate School of Design
George Gund Hall
 Quincy Street
Cambridge,  
www.gsd.harvard.edu
8 Graphic Standards Manual
department block: PMS 7533 U
Typeface: Trade Gothic Bold, 7pt on 12 point
leading with 107.5% horizontal scale and
5 point tracking.
address block: PMS 7533 U
Typefaces: Main address is Fournier MT plain,
9.5 point on 12 point leading.
“MA” and zip are Fournier Expert MT, 9.5 point
on 12 point leading.
Letterhead Style:
C-Level Departments/
Senior Faculty
wordmark: PMS Warm Red U
this is an eps - it is NEVER typeset.
logo: PMS 7533 U
this is an eps
George Baird,
G. Ware Travelstead
Professor of Architecture
Department of Architecture
tel 617 495 2591
fax 617 495 8916
Harvard University
Graduate School of Design
George Gund Hall
 Quincy Street
Cambridge,  
www.gsd.harvard.edu
9 Graphic Standards Manual
senior faculty block: PMS Warm Red U
Typeface: Fournier MT Italic, 9.5 point on 12
point leading.
(always punctuate with comma and line break
after name, then separate multiple titles with
semicolon and line break)
department block: PMS 7533 U
Typeface: Trade Gothic Bold, 7pt on 12 point
leading with 107.5% horizontal scale and
5 point tracking.
address block: PMS 7533 U
Typefaces: Main address is Fournier MT plain,
9.5 point on 12 point leading.
“MA” is Fournier Expert MT, 9.5 point on
12 point leading.
Richard T. Forman,
Professor of Advanced
Environmental Studies
in the field of
Landscape Ecology
[email protected]
Department of Urban
Planning and Design
tel 617 495 4564
fax 617 495 8916
Harvard University
Graduate School of Design
George Gund Hall
 Quincy Street
Cambridge,  
www.gsd.harvard.edu
2”
1 1/2”
1 1/2”
January 26, 2000
John McLeod, Director
Gallery McLeod: Centre for Contemporary Art
401 Holmes Street West, Suite 120
Toronto, Ontario M5V 3A8
Dear John McLeod,
Thank you for asking us to those proposals for the project discuss this project. In our
opinion it is operational and travel really shows potential.
This is a scene and meetings will be held in the office to determine the organizational
plan. On this exhibition keep going! We feel that our fund raising achievements, our
working method and our experience working with contemporary artists, museum
art galleries, both locally and internationally, uniquely scope of work and description of
working method and preliminary fee proposal and estimated production cost. Consult
regarding, schedules, budgets and priorities may change. Please feel free to contact us to
discuss any of these figures.
Please do not hesitate to call adopt the minutes should you have any questions. We look
forward to hearing from you. Thank you again for the Porsche. We will now consider
your excellent proposal.
Sincerely,
Jorge Silvetti
Chair, Department of Architecture
telephone 617 495 3552
fax 617 495 8916
email [email protected]
5.25”
1 3/4”
7 1/2”
Never print below this line!
Letterhead typing
template
margins:
left 1.5”
right 1.75”
top 2”
bottom 1.5”
text setting is Times Roman 10.5 point with
12.5 point leading and full line space (double
carriage return) between paragraphs, with no
indent or tab. Use two double carriage returns
or 4 full line spaces between address and
name, and for signature space.
the text box is never to exceed the 5.25” wide
and 7.5” long area shown here. Begin the text
2” from the top and finish the text no closer
than 1.5” from the bottom edge. The text starts
at the 1.5” margin on left and the type box is
not to exceed 5.25” wide.
10 Graphic Standards Manual
Letter signatures
nomenclature
Chair, Department of Architecture
multiple titles separated by line breaks; where
space is a concern use semicolons only
name and department typeface is Times Roman
10.5 point with 12.5 point leading. “telephone”,
“fax” and ”email” to be in Times Italic, 10.5
point on same leading, while numbers and
email address are Times Roman.
11 Graphic Standards Manual
Sincerely,
Jorge Silvetti
Chair, Department of Architecture
telephone 617 495 3552
fax 617 495 8916
email [email protected]
Business Card: basic
nomenclature: PMS Warm Red U
name typeface: Trade Gothic Bold, 7 point on
11 point leading with 107.5% horizontal scale
and 5 point tracking.
credentials typeface: Trade Gothic Bold,
5.25 point on 11 point leading with 107.5%
horizontal scale and 5 point tracking.
department typeface: Fournier MT Italic,
9.25 point on 11 point leading.
address block: PMS 7533 U
Typeface: Fournier MT, 9.25 point on 11 point
leading. ”MA”, zip and phone numbers (but not
”tel” and ”fax” typefaces are Fournier Expert M,
9.25 point on 11 point leading.
Business Card: expanded
credentials to be same point size as basic card
but set as separate line, use 8.25 leading.
use semi colons to separate multiple titles
within department block.
12 Graphic Standards Manual
Harvard University
Graduate School of Design
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Russell Sanna PhD
Associate Dean
for Administration and
External Relations
Harvard University
Graduate School of Design
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Spiro N. Pollalis
Dipl Eng, SM, MBA, PhD, AM(hon)
Professor of Design Technology
and Management; Director,
Center for Design Informatics;
Director, MDesS and
Doctor of Design Programs
Business Card: bilingual
English copy to position on the inside folded
card. Second language to position on outside
of card.
nomenclature: PMS Warm Red U
name typeface: Trade Gothic Bold, 7 point on
11 point leading with 107.5% horizontal scale
and 5 point tracking.
credentials typeface: Trade Gothic Bold,
5.25 point on 11 point leading with 107.5%
horizontal scale and 5 point tracking.
department typeface: Fournier MT Italic,
9.25 point on 11 point leading.
address block: PMS 7533 U
Typeface: Fournier MT, 9.25 point on 11 point
leading. ”MA”, zip and phone numbers (but not
”tel” and ”fax” typefaces are Fournier Expert M,
9.25 point on 11 point leading.
Harvard University
Graduate School of Design
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Russell Sanna PhD
Associate Dean
for Administration and
External Relations
13 Graphic Standards Manual
Escuela de Posgrado de Diseño
Harvard University
¡· Quincy Street
Cambridge, xx o:.,·
www.gsd.harvard.edu
tel r.- ¡,, o,-o
fax r.- ¡,r ¡,o,
[email protected]
Russell Sanna PhD
Decano Adjunto de
Administración y
Relaciones Exteriores
Envelopes: #10 A level
wordmark: PMS Warm Red U
this is an eps - it is never typeset
address block: PMS 7533 U
Typeface: Fournier MT, 9.25 point on 11 point
leading. ”MA”, zip and phone numbers (but not
”tel” and ”fax” typefaces are Fournier Expert M,
9.25 point on 11 point leading.
logo: PMS 7533 U
this is an eps
14 Graphic Standards Manual
Harvard University
Graduate School of Design
George Gund Hall
 Quincy Street
Cambridge,  
15 Graphic Standards Manual
Envelopes: #10 B level
wordmark: PMS Warm Red U
this is an eps - it is never typeset
department typeface: Trade Gothic Bold,
7 point on 11 point leading with 107.5%
horizontal scale and 5 point tracking.
address block: PMS 7533 U
typeface: Fournier MT, 9.25 point on 11 point
leading. ”MA”, zip and phone numbers (but not
”tel” and ”fax” typefaces are Fournier Expert M,
9.25 point on 11 point leading.
logo: PMS 7533 U
this is an eps
Department of Landscape Architecture
Harvard University
Graduate School of Design
 Massachusetts Avenue
Fifth Floor
Cambridge,  
Envelopes: #10 typing
template
margins:
left 3.25”
top 1.75”
bottom .5”
text setting is Times Roman 12 point with
16 point leading.
the address box is never to exceed the 4” wide
and 13/16” long area shown here.
start text 1.75” from the top, and finish the
text no closer than .5” from the bottom edge.
The text starts at 3.25” margin on left and type
box is not to exceed 4” wide.
John McLeod, Director
Gallery McLeod: Centre for Contemporary Art
401 Holmes Street West
Suite 120
Toronto, Ontario
M5V 3A8
1 3/4”
3 1/4”
1/2”
4”
13/16”
16 Graphic Standards Manual
17 Graphic Standards Manual
Envelopes: A6
wordmark: PMS Warm Red U
this is an eps - it is never typeset
address: PMS 7533 U
typeface: Fournier MT, 9.25 point on 11 point
leading. “MA” and zip are Fournier Expert M,
9.25 point.
vertically center address line on logo
logo: PMS 7533 U
this is an eps
Harvard University Graduate School of Design  Quincy Street, Cambridge,  
Envelopes: A6 typing
template
margins:
left 1.875”
top 2.25”
bottom .75”
text setting is Times Roman 12 point with
16 point leading.
the address box is never to exceed the 3.5”
wide and 13/16” long area shown here.
start text 2.25” from the top, and finish the
text no closer than .75” from the bottom edge.
The text starts at 1.875” margin on left and
type box is not to exceed 3.5” wide.
John McLeod, Director
Gallery McLeod: Centre for Contemporary Art
401 Holmes Street West
Suite 120
Toronto, Ontario
M5V 3A8
2.25”
1 7/8”
3/4”
3 1/2”
13/16”
18 Graphic Standards Manual
19 Graphic Standards Manual
Envelopes: Monarch
wordmark: PMS Warm Red U
this is an eps - it is never typeset
address: PMS 7533 U
typeface: Fournier MT, 9.25 point on 11 point
leading. “MA” and zip are Fournier Expert M,
9.25 point.
vertically center address line on logo
logo: PMS 7533 U
this is an eps
Harvard University Graduate School of Design George Gund Hall,  Quincy Street, Cambridge,  
Envelopes: Monarch
typing template
margins:
left 2.5”
top 1.625”
bottom .5”
text setting is Times Roman 12 point with
16 point leading.
the address box is never to exceed the 3.5”
wide and 13/16” long area shown here.
start text 1.625” from the top, and finish the
text no closer than .5” from the bottom edge.
The text starts at 2.5” margin on left and type
box is not to exceed 3.5” wide.
John McLeod, Director
Gallery McLeod: Centre for Contemporary Art
401 Holmes Street West
Suite 120
Toronto, Ontario
M5V 3A8
1 5/8”
2 1/2”
1/2”
3 1/2”
13/16”
20 Graphic Standards Manual
Print specifications
General Notes which apply to all of the Identity
Program
This Phase 1 of the program includes the following
items. Each item has been detailed separately in terms
of print specifications.
Files
Most of these files are set up as base art files, to be
built on to create the filled out program. We recommend
that most files be set up as QuarkXpress master sheets
to add the required changes of address, department
name etc.
Art
Refers to the files supplied as templates from designer.
Colors
The special colors are PMS Warm Red, PMS 7533, PMS
Warm Grey ll, PMS Black 6 and PMS Cool Grey 7. These
colors have been chosen as UNCOATED colors, however
we strongly recommend that drawdowns be generated
and approved on the actual stocks (bond, cover and
card weights) that will be used for the final production.
While large areas of ink appear a certain shade, draw-
downs for the Warm Red and PMS 7533 should be gen-
erated as both a sample of the logo and type along with
solid blocks of color.
Engraving
Please note that we have requested on the Compliments
and Place cards to print the Red and PMS 7533 using
the the engraving process instead of litho print. The col-
ors would need to be carefully supervised on press to
match the litho approved colors.
Proofing for Approvals
Dylex proofs for approval are to be generated for all
items and should be circulated first to Hahn Smith
Design, who will mark up any corrections or suggestions
then send them to Harvard for final approval.
21 Graphic Standards Manual
Letterhead
Size: 8.5 x 11”
Paper: Harvard Bond with Watermark
Ink: PMS Warm Red, PMS 7533
Prints: 2 colors one side
Art: A Level Generic: (General)
B-Level: Dept. of Architecture, Dept. of
Landscape Arch., Dept. of Urban Planning,
Office of the Dean, Advanced Studies
Programs, Office of Executive Education
C-Level: (Senior Faculty)
Office of the Dean, Dept. of Urban Planning,
Dept. of Architecture, Dept. of Landscape
Architecture
Second Sheet
Size: 8.5 x 11”
Paper: Harvard Bond with Watermark
Ink: no print
Art: no file provided
Monarch Letterhead
Size: 7.25 x 10.5”
Paper: Harvard Bond with Watermark
Ink: PMS Warm Red, PMS 7533
Prints: 2 colors one side
Art: one generic file
Monarch Second Sheet
Size: 7.25 x 10.5”
Paper: Harvard Bond with Watermark
Ink: no print
Art: no file provided
#10 Envelopes
Size: 9 1/2 x 4 1/8”
Flap: to be a 2” square flap
Paper: Neenah Classic Crest, Solar White, 24 lb W
Ink: PMS Warm Red, PMS 7533
Print: A-Level
Front prints PMS Warm Red
Back, on flap prints PMS 7533
B-Level
Prints PMS Warm Red + PMS 7533
Back, on flap prints PMS 7533
Art: 2 files:
A-Level (General)
B-Level (3 Departments, Office of the Dean,
Advanced Studies, Office of Executive
Education)
Monarch Envelopes
Size: 7 3/8 x 3 7/8”
Flap: to be a 2” square flap, see sample envelope
Paper: Neenah Classic Crest, Solar White, 24 lb W
Ink: PMS Warm Red, PMS 7533
Print: Front prints PMS Warm Red
Back, on flap prints PMS 7533
Art: one generic file
A6 Envelopes
Size: 6.5 x 4.75”
Flap: to be a 2.25” square flap, see sample enve-
lope
Paper: Neenah Classic Crest, Solar White, 24 lb W
Ink: PMS Warm Red, PMS 7533
Print: Front prints PMS Warm Red
Back, on flap prints PMS 7533
Art: one generic file
22 Graphic Standards Manual
Basic/Expanded Business Cards
Size: 3.5 x 2”
Paper: Neenah Classic Crest, Solar White
110 lb. Cover
Ink: Front: PMS Warm Red, PMS 7533
Back: cards print with random choice of
3 colors. i.e: each person will have a box of
cards containing a mix of cards backed with
warm grey, cool grey and black
1. PMS Warm Grey ll cvu, full bleed
2. PMS Black 6 cvu, full bleed
3. PMS Cool Grey 7 cvu, full bleed
Art: Basic Cards: for people with one title and
minimal credits
Expanded Cards: for people with multiple titles
and a long list of credentials
Backs: 3 files showing full bleed with
knocked out type to white
Bilingual Business Cards
Size: Flat: 3.5 x 4 ”
Folded: 3.5 x 2”
Paper: Neenah Classic Crest, Solar White
80 lb. Cover
Ink: Outside: PMS Warm Red, PMS 7533
plus random choice of 3 colors
1. PMS Warm Grey ll cvu, bleeds 3 sides
2. PMS Black 6 cvu, bleeds 3 sides
3. PMS Cool Grey 7 cvu, bleeds 3 sides
Inside: PMS Warm Red, PMS 7533
Art: one generic file
Mailing Labels
Size: 6.5 x 5”
Stock: Neenah Classic Crest, Solar White,
Pressure Sensitive Label Stock
For Mass Mailing, use laser compatible stock
Ink: PMS Warm Red, PMS 7533 one side only
Print: Mass Mailing: print 2 up, kiss-cut on
8.5 x 11” sheets ready for laser printing
Single: print and trim to singles, 6.5 x 5”
Pad in 25’s and attach to cardboard backer
Art: • 2 up on 8.5 x 11” version
• 1 single label file
Hand Fax Cover
Size: 8.5 x 11”
Paper: White bond
Ink: Black only one side
Art: one generic file
Note Pads
Size: 5.5 x 8.5”
Stock: Neenah Classic Crest, Solar White, 24 lb W
Ink: PMS Warm Red, PMS 7533 one side only
Pads: recommend 50 sheets glued to cardboard
backer
Art: • one generic file
• 4 personally named notes
Compliments Card
Size: Flat: 4.5 x 7”
Folded: 4.5 x 3.5”
Paper: Neenah Classic Crest, Solar White
80 lb. Cover
Print: Option A: Engrave both colors
PMS Warm Red, PMS 7533 one side only
Option B: print litho PMS Warm Red,
PMS 7533
one side only
Folding: Score and fold to 4.5 x 3.5”
Art: one generic file
Place Card
Size: Flat: 4.25 x 4.5”
Folded: 4.25 x 2.25”
Paper: Neenah Classic Crest, Solar White
110 lb. Cover
Print: Option A: Engrave both colors
PMS Warm Red, PMS 7533 one side only
Option B: print litho PMS Warm Red,
PMS 7533 one side only
Folding: Score and fold to 4.25 x 2.25”
Art: one generic file